Intu celebrates new season fashion with immersive garden installation

Intu is set to unveil its multi-sensory Style Garden experience on Thursday (10 March), to showcase the new spring/summer fashions available within its centres.

A first look at Intu's Style Garden installation
A first look at Intu's Style Garden installation

The installations will be on show at Intu Lakeside and Intu Chapelfield on day one of the campaign. They will then make their way to all 15 of the company’s shopping centres throughout March and April.

The Style Garden will showcase new spring/summer fashions from Intu's many retailers, and the company is working with close to 300 fashion brands for the experience.

The creations have been designed to stimulate all five senses, and will include a digital installation and live fashion show 'with a difference'. Original video content has also been created to inspire shoppers, which is hoped will drive retail sales. 

Intu enlisted agency Maynineteen to create the installations, in what will be the company’s first-ever national campaign.

Roger Binks, customer experience director at Intu, said: "Spring/summer fashion is important for both our customers and our retailers.

"We’ve used our national scale to really get to understand what our customers want and our research tells us the latest fashion trends are often presented in a way that makes it difficult to choose what’s right for them. So we’ve decided to do something different this year and deliver spring/summer fashion with the signature Intu twist."

Intu hosted a range of Kung Fu Panda themed activites for children during the February half term, to celebrate the arrival of the third film in the franchise.

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